scholarly journals KOMUNIKASI PEMASARAN MEDIA SOSIAL INSTAGRAM PADA TOKO KUE SELEBRITI BANDUNG MAKUTA (@BANDUNGMAKUTA) TERHADAP KESADARAN MEREK

InterKomunika ◽  
2019 ◽  
Vol 4 (1) ◽  
pp. 75
Author(s):  
Veby Zilfania Rizal
Keyword(s):  
New Media ◽  
Marketing Communication

Persaingan bisnis melalui media sosial semakin meningkat lebih keras Hal itu bisa dilihat dari meningkatnya jumlah sosial pengguna media. Komunikasi pemasaran menggunakan media sosial ini merupakan salah satu perpaduan New media dan Marketing Communication. Melalui sosial media perusahaan bisa menjangkau konsumen lebih luas salah satunya Instagram. Peluang pemanfaatan media baru, media sosial dalam dunia bisnis disadari oleh para selebriti toko kue para selebriti ini menawarkan konsep, promosi, kemasan, cita rasa yang ditawarkan, serta pemilihan nama untuk oleh oleh kekinian mereka. penelitian ini Menguji korelasi Komunikasi Pemasaran Sosial Media Instagram pada Konsumen Toko Kue Selebriti Bandung Makuta (@Bandungmakuta) pada Kesadaran Merek. Hasil penelitian ini akan merekomendasikan manajemen perusahaan atau organisasi untuk meningkatkan strategi pemasaran khususnya pada media sosial, ditemukan adanya korelasi media sosial Instagram kepada kesadaran merek dan selebriti endoser kepada kesadaran merek, serta secara simultan bersama sosial media dan selebriti endoser mempunyai korelasi terhadap kesadaran merek Toko Kue Selebriti Bandung Makuta (@Bandungmakuta) dengan besaran korelasi 41%, yang masuk dalam kategori cukup berkorelasi.

Consumer Engagement in Social Media Platforms

2021 ◽  
pp. 480-501
Author(s):  
Hans Ruediger Kaufmann ◽  
Agapi Manarioti
Keyword(s):  
Social Media ◽  
New Media ◽  
Psychological Needs ◽  
Large Majority ◽  
Marketing Communication ◽  
Online Interaction ◽  
Consumer Engagement ◽  
Communication Framework ◽  
The Social ◽  
Social Media Platforms

If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a “brand as a person” strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.

scholarly journals Utilization of Instagram: Efforts to Introduce Publishing Study Program and Publishing Works to the Community

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 202-220
Author(s):  
Diah Amelia ◽  
Nurul Akmalia
Keyword(s):  
New Media ◽  
Communication Theory ◽  
Media Theory ◽  
Learning Activities ◽  
Marketing Communication ◽  
Study Program ◽  
Study Results ◽  
Descriptive Approach ◽  
Creative Media ◽  
Selection Of

This article discusses the selection of Instagram as a promotional medium in introducing the Creative Media State Polytechnic Publishing study program and publishing works. Information such as photos or videos of work products, pictures of learning activities, and other activities added to the Instagram account. This information can be seen by followers and can get a response or input directly. The study used qualitative research methods with a descriptive approach. The theory used is New Media and Internet theory, Social Media theory, and Marketing Communication theory. The study results explain that the use of Instagram significantly facilitates the spread of messages quickly and reaches more people. The content on the Instagram account @prodi.penerbitan.polimedia follows the institution's image but still has to be packaged in an attractive style and design and has new value.

scholarly journals KOMUNIKASI PEMASARAN KOMPASTV MELALUI MEDIA SOSIAL DALAM PERSAINGAN BISNIS

2019 ◽  
Vol 7 (1) ◽  
pp. 81-100
Author(s):  
Noufal Helmy
Keyword(s):  
Social Media ◽  
New Media ◽  
Case Study Research ◽  
Live Streaming ◽  
Marketing Communication ◽  
Broadcast Network ◽  
Qualitative Approaches ◽  
Data Collection Technique ◽  
Media Mix

ABSTRACT The large number of television stations present in Indonesia gives its own color in the world of Indonesian broadcasting. KompasTV realizes that the rapid advances in information technology have an impact on the behavior of Indonesian people, especially for KompasTV glass screen lovers. Answering this challenge, KompasTV is present to greet loyal viewers in digital form on various social media. The purpose of this study was to find out how KompasTV marketing communications, using social media in business competition. This study uses new media theory and communication mix theory. The paradigm used is post-positivism with qualitative approaches and case study research methods. The research data collection technique was obtained using interview and observation techniques to the subjects of the KompasTV digital division research, and strengthened by KompasTV social media users. The research results obtained are that KompasTV marketing communication using social media (media mix) can expand its broadcast network, audiences on social media have similarities with KompasTV's target audience on social media, and can provide information to KompasTV social media users in the form of advertising promotions, content news, as well as programs that attract the attention and interest of the audience. In addition, using KompasTV social media wants to invite audiences on social media to switch to watching news content and programs offered by KompasTV both through live streaming and on the KompasTV television screen.   Keywords: Marketing Communication, Social Media, Promotion, Business.   

scholarly journals PENGARUH EFEKTIVITAS IKLAN DENGAN DAYA TARIK HUMOR TERHADAP CITRA MEREK

2018 ◽  
Vol 2 (1) ◽  
pp. 1
Author(s):  
Alisa Maqdissa Ratna ◽  
Sylvie Nurfebiaraning
Keyword(s):  
New Media ◽  
Brand Image ◽  
Internet User ◽  
Marketing Communication ◽  
Communication Tool ◽  
West Java ◽  
Know How ◽  
A Company

ABSTRACT Advertising is one of marketing communication tool that many company used. Advertising is a tool for a company to provide information, to persuade and remind consumers to product which company’s owned. Advertising placed in many media that easy to see for consumers. Advertising media that usually used are printed advertising and digital advertising. In this new media, a lot of company rely on digital advertising. Utilized the rank of internet user (especially in West Java), there are so many that used digital advertising for promote their product, one pf them is Ramayana. This is the most watched advertising than other Ramayana’s advertising with humor appeal. This advertising has 16 M viewers in Youtube per August 2018. So, researcher wants to know how much the influence of effectiveness of advertising with humor appeal towards the brand image with study in Ramayana Advertise #KerenLahirBatin Menyambut Lebaran version on Youtube. In this research h0 is rejected and h1 is accepted, because tcount > ttable (15.486 > 1.660) that means the effectiveness of the advertising with humor appeal influence the brand image.

scholarly journals KOMUNIKASI PEMASARAN USAHA KULINER DI KOTA PEKANBARU

2019 ◽  
Vol 2 (2) ◽  
pp. 291
Author(s):  
Oktri Permata Lani ◽  
Ilham Havifi
Keyword(s):  
New Media ◽  
Public Relations ◽  
Brand Equity ◽  
Rapid Development ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Marketing Activities ◽  
The City ◽  
Business Sectors

The city of Pekanbaru is a strategic area where the population is increasing and becoming a metropolitan city. The rapid development of Pekanbaru City is also reflected in the rapid growth of businesses in various places, with various business sectors. One of the most prominent efforts is the business in the culinary field. Almost in every corner of the culinary business available in the city of Pekanbaru with a variety of culinary choices. The great desire of culinary entrepreneurs in the city of Pekanbaru in carrying out their business, maintaining, developing to become bigger and then reaching the peak. In this case, three culinary ventures in Pekanbaru, namely Martabak Djoeragan, Mini Chef and Waroenk Baper, require marketing communication in the introduction of their culinary business to the community, not only as an introduction but also to maintain the existence of their business. This study uses quality methods. The results of this study indicate that the clinical marketing communication of the clinicians in Pekanbaru Kta through advertising activities, sales promotion activities, public relations and public relations activities, personal sales activities, direct marketing activities, event activities and experiences. Besides marketing communication is also associated with brand equity, which is seen from brand awareness and response to the brand. The use of New Media is very important in maintaining, introducing, and developing its business.

Application of Gaming in New Media Marketing

2017 ◽  
Vol 9 (3) ◽  
pp. 116
Author(s):  
Editorial Board
Keyword(s):  
New Media ◽  
Entertainment Industry ◽  
Marketing Communication ◽  
Online Game ◽  
Recent Past ◽  
Hunger Games ◽  
Advertising Strategy ◽  
Communication Techniques ◽  
The Hunger Games ◽  
Virtual Platform

In the recent past, a trend was observed in which some professionals from the entertainment industry took up the new advertising tool called Advergames and focused on it the most an reaped benefits. (Barnes, 2012) reported that the success of the movie “The Hunger Games” lied in its advertising strategy which had launched an online game by the same name nearly a year before the launch of the movie and that time was what kicked in the necessary curiosity as well as craze for the movie. The advent of internet largely changed the landscape of marketing. It is the precursor of a wide variety of marketing communication techniques and creative selling in the virtual platform. One such technique which is the corner stone of this study is the technique of Advergaming.

scholarly journals Peran Media Sosial Instagram dalam Mendukung Program Komunikasi Pemasaran Samakta Guest House

2020 ◽  
Vol 9 (1) ◽  
Author(s):  
Alfonso Harrison Nantingkaseh
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Communication ◽  
Literature Study ◽  
Communication Management ◽  
Communication Program ◽  
Guest House ◽  
Business Entities ◽  
Business Practitioners ◽  
Observation Method

The development of internet-based communication technology has had a major impact on communication functions, one of which is in the marketing communication function. Social media becomes a very reliable technology feature for business entities such as companies in carrying out marketing communications and achieving marketing objectives, namely sales and profits. Samakta Guest House as one of the lodging accommodation business practitioners began to adopt social media in order to support its marketing communication program. Through this research, the researcher intends to observe the understanding and basic technical skills of the Samakta Guest House’s marcomm officer regarding the concept of social media-based marketing communication. This study will use the qualitative indepth interview and observation method to understand the Samakta Gueset House marketing communication management phenomena, and then using literature study based on the concept of integrated marketing communication, new media in particularly social media Instagram (IG). The findings of this research are expected to contribute to the understanding of Samakta Guest House Management regarding the skills of utilizing social media, specifically Instagram. Thus, from their understanding of the concept of marketing communication, in the future the management will be increasingly capable to manage various social media contents to support the achievement of sales profits for the company.

scholarly journals Kontribusi Penggunaan Personal Selling Dalam Kegiatan Komunikasi Pemasaran Pada Era Pemasaran Masa Kini

2018 ◽  
Vol 9 (2) ◽  
pp. 176
Author(s):  
Suherman Kusniadji
Keyword(s):  
New Media ◽  
Personal Selling ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Sales Process

In today’s marketing era, consumers seem to have known about marketed products and no longer need explanation from a salesperson. The interaction between company and target consumers can be marketed through new media such as email, Facebook, WA, Instagram, and other forms. Such situations need to be in-depth researched in terms of whether personal selling contribution is still needed in marketing communication activities. Considering the uniqueness and personal selling advantages turns out that personal selling is an important partner that can not be replaced by other forms of marketing communications even if there is exposure to new media to promote products. The specialty of personal selling lies in its ability to interact directly to improvise the sales process through person to person communication. Dalam era pemasaran masa kini nampaknya konsumen dianggap sudah mengetahui tentang produk yang dipasarkan dan tidak memerlukan lagi penjelasan dari seorang wiraniaga. Interaksi perusahaan dengan pembeli sasaran dapat dilakukan melalui media baru seperti email, facebook, WA, instagram dan bentuk lainnya. Situasi demikianlah yang memerlukan kajian mendalam dalam kaitannya apakah kontribusi personal selling masih dibutuhkan dalam kegiatan komunikasi pemasaran.  Memperhatikan keunikan dan kelebihan personal selling ternyata personal selling merupakan mitra penting yang tidak dapat tergantikan oleh bentuk komunikasi pemasaran lainnya sekalipun ada terpaan media baru untuk mempromosikan produk. Keistimewaan personal selling terletak pada kemampuan nya untuk berinteraksi secara langsung untuk mengimprovisasi proses penjualan melalui komunikasi person to person.

scholarly journals Strategi Komunikasi Pemasaran Adroady Media dalam Memperkenalkan Car Videotron Sebagai Media Iklan Luar Ruang Baru

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 90
Author(s):  
Angellisa Salim ◽  
Gregorius Genep Sukendro
Keyword(s):  
New Media ◽  
Direct Marketing ◽  
Personal Selling ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Outdoor Advertising ◽  
Internet Studies ◽  
Media Companies ◽  
Effective Media ◽  
Potential Customers

This study discusses Adroady Media's marketing communication strategy in introducing Car Videotron as a new outdoor advertising media. The purpose of this research is to find out how the marketing communication strategy used by Adroady Media companies in promoting new outdoor advertising media is Car Videotron to be known by consumers and potential customers. This type of research used by researchers is to use descriptive qualitative methods. Data collection techniques are done through observation, in-depth interviews and through literature and internet studies. Researchers use several theories to support this research, namely advertising, marketing communication strategies, outdoor media, new media. The results of this study indicate that the marketing communication strategy adopted by Adroady Media is to use 3 types of communication media, namely personal selling, direct marketing, and events or experiences. From these three media, it can be concluded that personal selling is the most effective media used in Car Videotron marketing. With personal selling, the company Adroady Media can establish good relationships with consumers and potential customers and build good relationships. Penelitian ini membahas tentang strategi komunikasi pemasaran Adroady Media dalam memperkenalkan Car Videotron sebagai media iklan luar ruang baru. Tujuan dari penelitian ini untuk mengetahui bagaimana strategi komunikasi pemasaran yang dilakukan perusahaan Adroady Media dalam mempromosikan media iklan luar ruang baru yaitu Car Videotron agar dikenal oleh para konsumen, dan calon konsumen. Jenis penelitian yang digunakan peneliti yaitu menggunakan metode kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui observasi, wawancara mendalam serta melalui studi kepustakaan dan internet. Peneliti menggunakan beberapa teori untuk mendukung penelitian ini yaitu periklanan, strategi komunikasi pemasaran, media luar ruang, new media. Dari hasil dari penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang dilakukan Adroady Media yaitu menggunakan 3 macam media komunikasi yaitu personal selling, pemasaran langsung, dan acara atau pengalaman. Dari ketiga media tersebut, dapat disimpulkan bahwa personal selling merupakan media yang paling efektif digunakan dalam pemasaran Car Videotron. Dengan personal selling, perusahaan Adroady Media bisa menjalin hubungan yang baik dengan konsumen maupun calon konsumen dan membangun relasi yang baik. 

Sign in / Sign up

Export Citation Format

Share Document